Agency Trading Desks: Automating Direct Orders? 5th Annual Update is September 26th and You Are Invited . - Jay Sears

Agency trading desks centers of excellence for scaled digital trading of advertising inside the largest holding companies may deploy up to 3 billion in the US this year according to Pivotal Research Group This number is up from zero a mere five years ago when quotthe desksquot emerged on the sceneAnd for the fifth year at this year39s Advertising Week in New York we will assemble the global leaders from each of the largest holding companies in the world for their annual checkin and checkup on Thursday September 26th at 11am at the main stage in the Times CenterWe39ll speak with Michael Brunick SVP Programmatic Magna Global Interpublic Paul Dolan SVP Global Business Development Xaxis WPP Josh Jacobs President Accuen Omnicom Adam Kasper Chief Media Officer Havas Media North America Affiperf Havas and Kurt Unkel President VivaKi AOD PublicisYou are all invited and to prepare each of you we39ll be running a series of QampampAs conducted by yours truly with each of the trading desk leads right here at MediaBizBloggerscom between now and September 26th so buckle up as there are lots of exciting opportunities to outline for both sellers and buyersTo date most trading desks have captured a performance line item on an advertiser39s media plan fighting to replace advertising network spend The original promise was to consolidate all scaled spending to both bring control of frequency many advertisers message the same consumer over and over and over by deploying budget via as many as ten or twenty ad networks at the same time and bring the forty to fifty percent margin that has been flowing to their ad network back to the trading desk or the advertiser client Much progress has been made in these areas although plenty of work remains as many clients are still just realizing the opportunity to capture these efficienciesMore recently quotthe desksquot are pursuing a broader remit of automation that promises to give their leaders a much bigger seat at the table with clients and within the ad holding company structure Far beyond the bottom twenty percent of advertising budget designated to scaled display real time bidding automation is inclusive of direct order automation It39s the automation of the buying and selling of all advertisingamp8212not just performance not just display not just digital All the holding companies are busy placing large bets in the area of automationamp8212driven from the highest quotCquot levels And it cascades down to redefining the role of the 24 year old much maligned media buyeramp8212where the human capital equation is now aiming for a cross breeding of the English lit major from Denison and the math major from Carnegie Mellon Those sneaker parties may turn into matheletes events one day It39s all progress unless I wind up going to fewer Yankee games because I know who I39ll bump into at the Delta SkyboxPerhaps the most vocal of the holding companies is Interpublic and its Mediabrands unit Its CEO Matt Seiler has laid down a BHAGamp8212big hairy audacious goalamp8212of automating a full 50 percent of its buying all of its buying not just digital and not just display but all of it Publishers have also begun to step up big time embracing automation to enhance their core advertiser relationships and looking beyond and actively manage all their channels They are quotfishing where the fish arequotamp8212as they discover the quotfish finder radarquot benefit of programmatic insights to see the thousands of other advertisers knocking on their doorNews Corp just announced a global private exchange with Rubicon Project to better control its own destiny in this automated world amp8230quotthe only way to reach the world39s greatest content and the most prestigious and lucrative audiences is directly through our digital properties Third parties are no longer invited to the partyquot News Corp Chief Executive Robert Thomson told the press about the dealOver the course of our QampampAs here at MediaBizBloggerscom and at our fifth annual trading desk event on September 26th we39ll explore the biggest impediments to automation such as workforce issues inside the holding companies lack of premium inventory available in automated channels and alignment of agency compensation models And we will ask what the publisher CRO needs to be doing to capture the shifting budgets now available via the automationNEXTPaul DolanJay Sears is GM REVV Buyer for the Rubicon Project Sears is responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought 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Agency Trading Desks: Automating Direct Orders? 5th Annual Update is September 26th and You Are Invited . - Jay Sears

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